MediaMath, The Trade Desk, Rubicon Project, GET IT Mobile, Accordant Media, Adelphic and AdRoll named as launch partners for iAd Workbench API 2.0
Apple has named MediaMath, The Trade Desk, Rubicon Project, GET IT Mobile, Accordant Media, Adelphic and AdRoll as launch partners for the company's iAd Workbench API 2.0.
The API marks iAd’s further expansion into programmatic advertising channels.
Using the API, marketers are able to serve personalised ad campaigns across iPhones and iPads using in-app inventory.
"Our partnership with Apple signals a significant milestone in bringing the power, precision and scale of programmatic buying to a high-quality, in-demand inventory source," said AdRoll president and CMO, Adam Berke.
AdRoll customers will be able to run campaigns using Apple’s proprietary customer data sets from iTunes and the App Store, with the capability to create and update campaigns, retrieve analytics and manage bids across the iAd network directly through AdRoll’s platform.
"With marketing budgets rapidly shifting towards programmatic, and the continued rapid growth of mobile, iAd brings a powerful combination of global scale, unique and rich data, and a high-quality user experience, allowing our clients to engage with their target consumers across an unprecedented range of apps and devices," said the chief operating officer of MediaMath, Ari Buchalter. MediaMath is the creator of the creator of the TerminalOne Marketing Operating System.
The CEO of Accordant Media, Arthur Muldoon, said that iAd can "deliver scalable, highly targeted programmatic media solutions to brands within a fully transparent and attributable cross-device context".
iAd provides marketers with access to more than 250,000 apps in more than 100 countries, according to a statement from Apple.
Apple originally launched the advertising platform in 2010.
Most recently the company added Chile, Colombia, Ecuador, Grenada, India, Trinidad and Tobago, and Turkey to the service.
As a Media Juror at this year’s Cannes Lions, I was fortunate enough to attend the world’s most influential festival of creativity and listen to thought-leading marketers from around the globe.
In recent times, the clarion call from futurists, economists, marketers, educators and leaders the world over is one of slight panic, “The world is changing and you’re not ready for it!” And of course, they make a very good point.
Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.
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